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Sustainable Marketing-Analysis of Practices that Influence Consumer Decision-Making on the Purchase of Sustainable Products

Student: Ilona Shiriaeva

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Management (Bachelor)

Year of Graduation: 2019

The present paper describes the proposed study that is intended to cover questions of sustainable marketing practices in FMCG companies, namely in the field of the cosmetics industry. The author of the study analyzed specific sustainable marketing practices of leading companies in the area of sustainable development. By means of content analysis the most outstanding sustainable marketing practices of the cosmetics industry were highlighted. Hence the data of the online survey conducted was analyzed, and sustainable marketing practices that most affect consumer environmentally sustainable purchase decisions were identified. The results of this study are the recommendations proposed by the author for improving sustainable marketing communications of sustainable cosmetic companies with Russian consumers.

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